As an expert in client relationship merchandising, I can tell you that it is much more difficult than nearly all people think. Customer marketing, in the majority of people's critiques, is a pretty straightforward matter. As a customer, you assume that a company sends out either a flyer, postcard, or a broadsheet almost indiscriminately. They may use radio marketing, television marketing, or anything else. From the consumer's perspective, it might be all the exact same, but from a business perspective, all of these are radically different approaches. Consumer marketing must be carefully targeted toward the niche and image that the business wants to portray and the clients that it wishes to attract.
For example, there is a decent reason why Automobile service centers, physicians offices, and even small niche clothing stores often send out postcards for customer merchandising. When you send out a business card, you play off of the perception of an intimate rapport between you and the client. This type of client marketing is incredibly effective because it encourages brand loyalty. Although the consumers, of course, know that it isn't a custom made postcard, it still seems thoughtful. Some businesses take client merchandising so far that they send out happy holiday cards to many of their loyal consumers around Christmas. The effectiveness of this truly depends on the niche, however.
One of my favorite consumer service merchandising techniques is to send out targeted advertisements to customers. This is such an effective type of customer marketing because consumers always appreciate it when you are in tune with their own interests. You can even attempt to educate about the products while you advertise them, talking about the relative positives and negatives of each. Usually, people assume that you don't want to ever speak badly of your own products, but now and again it has its advantages. A few negative details thrown in to a consumer merchandising report can give the client the perception that you are unusually truthful and concerned with the welfare of the consumer.
Of course, this is not the only type of custom marketing that companies perpetually engage in. As a matter of fact, the job of a merchandising consultants is to think up new and more innovative techniques to market products. Methods such as guerrilla merchandising and word-of-mouth have revolutionized the merchandising industry in the last decade, and consumer merchandising continues to evolve because of that sort of bright thinking. Not only does it help businesses to earn more money, but it also helps consumers to receive a product more carefully tailored to their own interests.
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